Free People Goes for the Stylish It-Girl in its September Catalogue

Who’s That Girl? – Youthful fashion brand Free People enlists photographer Guy Aroch to capture their September catalogue, inspired by street snaps of the coolest it-girls seen around Fashion Week. Model Martha Hunt plays the effortless girl about town, donning the brand’s day and evening wear, from slinky dresses to edgy grunge selects and chic prints. All eyes are on Martha as she owns the streets of London in Free People’s autumn looks and the best accessory in male model Danny Fox. / Hair by James Rowe, Make-up by Ayumi

I feel they’re trying TOO hard to make some kind of Kate Moss-celebrity-thing happening here. Especially in one image where I can’t help but feel I’m looking at a wannabe Moss + Depp pairing. I’m usually a huge fan of their catalogues, but I’m a bit distracted and disappointed with this one. Martha is a great model, but let her shine in her own unique ways, instead of trying to make some “sublte” hint at Moss who she does, I admit, share certain qualities with. We want to see Martha. We want to see what Free People is all about this season. I’m not getting that here. What’s so special about shooting from a “paparazzi” viewpoint anyways?

Many catalogues try to tell a story which fits with the clothes they are trying to sell. Although this paparazzi thing has been seen too many times, it works for me here. Maybe it´s not their best campaing, but at least it shows me the clothes

She’s not even close to Kate Moss. Why tried so hard to emulate someone else? The only message I’m getting is that this creative team lacks inspiration and have no original idea. And, works against the brand, the one thing they are meant to be promoting.